Identity resolution, enrichment, and maintenance: all in one solution.

Create unified, complete customer profiles that will never be susceptible to instability, over- or under-merging. Plus, use AI to create predictive, behavior-based profiles for both known and anonymous users.

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No more unhealthy profiles — ever.

When it comes to identity management, achieving a unified Customer360 view is just the beginning, not the goal. With one-of-a-kind self-healing identity management capabilities, Lytics has safeguards in place to prevent over-merging, under-merging, and improve profile stability , so you can rely and act on your customer data with confidence.

Learn how profile compaction can improve your profiles’ stability

Over time, profiles face different challenges, all driven by the data. For example, a profile (especially one that represents a highly engaged consumer) will constantly have new IDs and attributes appended to it. Eventually, the profile will get so large that it will impact overall platform performance. In most cases, ID platforms will stop updating the profile once it gets to a certain size. This is something that’s very challenging to detect and monitor until audience sizes and campaign performance are already being impacted. Lytics solves for that largely-undetected, but major, issue.”

- Mark Hayden, VP of Product, Lytics

Lytics powers a better, smarter identity resolution strategy by:

Aggregating consumer data from disparate sources.

Defining a standardized customer schema for unifying these disparate sources.

Surfacing the result of this unification as individual consumer profiles.

Providing a path to better understand, segment, and activate profiles across channel tools.

Enabling the control, visibility, and flexibility of the strategy.

Ensuring security, privacy, and compliance throughout the lifecycle.

Maximizing match rates and accuracy across activation channels.

Learn how we do it

Convert unknown to known audiences in milliseconds, all while remaining privacy compliant.

Managing identities can be technical and confusing. And in reality, it can be difficult to de-duplicate or cleanse profiles in the same way when using independent systems to perform the same tasks. At Lytics, we believe in letting one powerful solution do the work, so that your teams don’t have to.

Lytics supports complex access and privacy policies such as GDPR, CCPA and consent management, plus:

Ensures there is a means to provide visibility and remove necessary profiles and associated data as needed.
Provides full control over your profiles, and more insight into your known and unknown audiences, without compromise.

Resilient, dynamic, compliant profiles in 3 easy steps — with Lytics

Not all profiles are created equal. And without the foresight to consider their enrichment and maintenance, you’ll end up with profiles that are unstable, less accurate over time, and eventually, not usable for activation. With Lytics CDP, foolproof identity resolution considers the full, end-to-end identity dilemma with a three-step process: define, construct, and maintain.

Our approach

Define the relationship between consumer identifiers.

Construct complex consumer profiles.

Maintain accurate and compliant user profiles as your brand evolves.

Step 1

Define your ID resolution strategy

This first step is the one most identity management tools will address, focusing on the mechanics of getting data into a profile (but often overlooking the enrichment and maintenance that’s needed to keep that profile healthy, accurate, and actionable).

Lytics identity resolution, powered by Conductor, is built on a powerful identity graph. In the Define phase, we create a set of instructions the graph can use to organize, link, and store the IDs as they appear in the data streams in Lytics. The goal is to define a set of relationship rules that ultimately inform how disparate sources of data are merged into a unified consumer profile.

A Persistent and stable Lytics ID is present on all user profiles from anonymous to known. This ensures there is a consistent method for referencing consumers in addition to implementation specific identifiers.
The ability to assign unlimited identifiers with priority ranking revolves duplicative data challenges as well as streamlines data storage and profile materialization.
Built on accurate deterministic matching while still supporting probabilistic based enrichments guarantee profile accuracy and prevent unexpected behavior.
Supports various matching strategies (many:1, many:many, or 1:1). Therefore, any complex relationships can be handled with ease when bridging identifiers across consumer channels, including Rank Statements to drive ID priority when updating, creating, or surfacing profiles.

Step 2

Construct complex consumer profiles

Once we’ve defined our identity rules, we construct materialized user profiles by using ID relationships and complex consumer behavior.

To get there you must have:

Real-time profile management with continuous data updates. This improves time to value regardless of the campaign complexity.
Secure merge protection for anonymous and known data to create comprehensive profiles, including safeguards to prevent under- and over-merging. This flexible approach outputs ideal consumer profiles throughout the consumer lifecycle.
Advanced data processing and enrichment. Regardless of the customer ID strategy, Lytics has the ability to enrich, merge and normalize consumer profiles.

Step 3

Maintain accurate and compliant user profiles as your brand evolves

Profile completeness is only the first step in a robust identity resolution strategy. Most vendors are focused solely on creating a Customer360 view, regardless of the complexity or ongoing maintenance of the process. Lytics' goal, on the other hand, is to help businesses know their consumers better over time by focusing on profile health, completeness, and accuracy.

Prevent your identity strategy from breakdown over time due to profile instability, stale attributes, and the introduction of more complex use cases. Lytics makes this turnkey by:

Delivering a simple user interface to visualize your overall strategy, monitor the effectiveness of merges, uncover gaps in your strategy, debug issues, and more.
Providing a clear path for collecting and maintaining consent as well as enforcing audience rules to prevent unintended communications.
Maintaining healthy profiles to ensure your data set is efficient and marketing spend is not wasted.
Ensuring profiles are always accurate through best in class capabilities related to selective field expirations, attribute depth, etc.
Offering merge stats for insight into how and what is being merged.
Providing Profile Explorer capabilities that allow you to dive deep into a single profile to better understand what is happening, where data is coming from, and where/if problems may lie.
Offering schema visualizations that showcase the relationships between your data sources and any gaps that may be present based on your current strategy. Plus, with our new Schema Co-Pilot, you can leverage predictive AI for augmented schema and data mapping.
Enabling real-time segmentation. The moment we receive data we also update the impacted user's audience memberships and trigger updates to all configured destinations.

Lytics: A proven, self-healing solution for end-to-end identity management

If you have experience creating a strategy for building consumer profiles, you’ve likely done one of two things. You’ve considered every possible way that data could behave, and tried to build out a process around that: one that likely turned out to be highly manual and resource-intensive. Or, you’ve focused on creating complete profiles, but assumed that it will maintain integrity on its own, and ended up with unmanageable and unusable profiles.

With Lytics, these challenges are no more.

99.7% user profile accuracy

by matching and merging identities across web, email, and social media

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Identity resolution, enrichment, and maintenance: all in one solution.